Socialbakers Reports On The State Of Influencer Marketing Effects Of COVID-19
“Influencer marketing efficiency decreased by 41% compared to last year, however, healthcare influencers were 4.2x more efficient, according to a new Socialbakers report”
Following a pre COVID-19 downward trend, #ad use on IG has dropped 30%. The pandemic has contributed to less brands activating spend for campaigns. Nano and micro influencers are now seen as high-value resources that can deliver high impact without the bigger price tag of larger influencers.
Influencer marketing efficiency (Socialbakers defines as the ratio of average interactions on an influencer's post about a brand versus a brand's owned post), fell 41% YOY.
Overall decrease in sponsored content among influencers that are partnering with brands.
Pivot toward smaller influencers with more niche followings signals better value at lower budgets.
Despite the economic impact of COVID-19, there is a reset for brands leveraging influencer marketing as they look for more effective and authentic ways to connect with their audience.
DOWNLOAD: STATE OF INFLUENCER MARKETING: EFFECTS OF CORONAVIRUS